Airports all over the world are enjoying an immense boost of passenger traffic due to the modern low cost of air travel. More people are travelling more often. And they are spending a lot more money in the Duty Free Zones.

Spain, like every European Union country, has very strict rules about cigarette advertising. These rules apply just as strictly in the land between borders known as Duty Free Sales as they do outside the airports. Brand logos are banned. Furniture must be generic and each competitor must have an equal amount of display space. So, naturally, designing retail furniture to display brands effectively for these areas is a challenge in itself.

The logistics of constructing a retail space in a safety and security conscious, passport-controlled environment, when construction work is only allowed during non-peak hours, add significant challenges to the task.

Knowing all of these difficulties, British American Tobacco commissioned us to design and build the Duty Free Tobacco Section for Madrid Airport. In the centre of the tobacco area we created a focal point based on Lucky Strike, BAT’s biggest selling brand in Spain.

The Lucky Strike Engagement Space comprises a large iconic circular display, a reference to the brand’s identity, with functions designed to engage the traveller through sensory branding. Visitors entering the circle enjoy the aroma of menthol, the ‘sound of cities’ and the tactile experience of interacting with the product to complete the sensory Lucky Strike experience.

During peak hours this is also enhanced by the presence of brand ambassadors who encourage travellers to experience the product. Taken as a whole, this is a very powerful selling tool that has increased sales and brand awareness.

Once the design was signed off, we teamed up with our European build partners to install and execute the scheme on time and on budget.